Encouraged by strong sales of its Instax cameras, Fujifilm Corp. has decided to expand the line-up for what was supposed to be a niche product targeting young women and children.

On Thursday, the company unveiled the Mini 90 Neoclassic camera, a higher-end model targeting serious users who may have been turned off by the toy camera look of its colorful predecessors, some of which sported Hello Kitty designs. It comes with more advanced features such as 10-second exposures, multiple exposures, and shutter speeds of up to 1/400 of a second.

It’s also significantly more expensive than its earlier iterations. The Mini 90 Neoclassic costs about ¥20,000, or $210, compared with previous models that cost as little as ¥6,000. A 10-shot roll of film costs roughly ¥700.

These products aren’t only for wealthy forty-somethings overwhelmed by nostalgia for the Polaroid days of their childhood. According to Fujifilm, the first Japanese company to produce photographic film in 1934, the majority of users are so-called “digital natives,” or people whose first photos were taken in the digital era.

“People crave something real, a physical object that is unique and that you can hold in your hand,” said Masato Yamamoto, general manager of Fujifilm’s photo imaging products division, on the sidelines of the camera launch. “Film yields an authenticity that is often missing in a digital world.”

Fujifilm is now the world’s only major maker of instant cameras – invented by Polaroid founder Edwin Land. The company eyes 25% growth to 2 million instant cameras in the year to March, and it expects to maintain at least 20% growth in the following year. Fujifilm hopes the new camera, which goes on sale on Sept. 20, will capture fans abroad as well.